# Performance Marketing Specialist – Meta Ads & Google Ads Position:

Performance Marketing Specialist Experience:

2–5 Years Employment Type:

Full-Time Department:

Digital Marketing / Performance Marketing ## About the Role We are looking for a data-driven Performance Marketing Specialist with strong hands-on expertise in *Meta Ads and Google Ads. The ideal candidate should be capable of independently planning, launching, optimizing, scaling, and reporting paid advertising campaigns with a strong focus on **lead generation, customer acquisition, CPL, CPA and ROAS*. This is a hands-on role for someone who understands that performance marketing is not just about generating clicks or cheap leads—it is about generating quality leads and measurable business results. ## Key Responsibilities - Plan, launch, manage and scale campaigns across Meta Ads – Facebook & Instagram and Google Ads.

- Manage different campaign objectives including:
- Lead Generation
- Sales / Conversions
- Website Traffic
- Remarketing
- Brand Awareness
- WhatsApp Lead Generation
- Build complete campaign structures including campaigns, ad sets/ad groups, audiences, keywords, creatives and landing-page strategies.
- Conduct detailed audience research, keyword research and competitor analysis.
- Manage Google Search, Performance Max, Display, YouTube and remarketing campaigns.
- Build and optimize Meta campaigns using:
- Broad targeting
- Interest targeting
- Custom Audiences
- Lookalike Audiences
- Retargeting
- Continuously monitor and improve:
- CPL
- CPA
- CPC
- CTR
- Conversion Rate
- ROAS
- Lead Quality
- Cost per Qualified Lead
- Identify underperforming campaigns and take corrective action quickly.
- Scale winning campaigns without unnecessarily increasing acquisition costs.
- Work closely with designers and content teams to develop high-converting ad creatives, hooks, copy and offers.
- Conduct systematic A/B testing of creatives, audiences, landing pages, headlines, offers and campaign structures.




- Analyse lead quality beyond Meta/Google dashboard metrics and coordinate with sales teams to understand actual conversions.
- Prepare daily, weekly and monthly campaign performance reports with actionable insights.
- Manage multiple client accounts and advertising budgets simultaneously. ## Tracking & Analytics The candidate should have working knowledge of:
- Meta Pixel
- Meta Conversions API
- Google Analytics 4 – GA4
- Google Tag Manager – GTM
- Google Ads Conversion Tracking
- UTM Tracking
- Meta Events Manager
- Conversion attribution
- Landing-page tracking
- CRM / lead-source tracking Ability to diagnose tracking discrepancies between advertising platforms, websites and CRM systems will be highly preferred. ## Required Skills - Strong hands-on experience with Meta Ads Manager.
- Strong hands-on experience with Google Ads.
- Proven experience running lead-generation and conversion-focused campaigns.
- Strong understanding of campaign optimization and scaling.
- Ability to analyse data and make decisions based on numbers rather than assumptions.
- Understanding of customer funnels and landing-page conversion optimization.
- Good understanding of copywriting, creative strategy and consumer psychology.
- Solid Excel / Google Sheets reporting skills.
- Ability to manage advertising budgets responsibly.
- Strong communication and problem-solving abilities. ## What We Are Looking For We are specifically looking for someone who can answer questions such as:
- Why has CPL suddenly increased?
- Why are we generating cheap leads but poor-quality leads?
- Which campaign, audience or creative should receive more budget?
- When should a campaign be scaled?




- When should an ad be stopped?
- Is the problem with targeting, creative, offer, landing page or sales process?
- Why are Google Ads generating clicks but not conversions?
- Which keyword or search term is wasting the budget?
- How can we improve lead-to-sale conversion instead of only reducing CPL? The candidate should be comfortable owning campaign performance rather than simply operating Ads Manager. ## Preferred Experience Experience working with one or more of the following industries will be an advantage:
- Education / Study Abroad
- Real Estate
- Healthcare
- E-commerce
- Professional Services
- B2B Lead Generation
- SaaS
- Local Businesses Agency experience and experience managing multiple advertising accounts simultaneously will be preferred. ## Key Performance Indicators – KPIs Performance will primarily be evaluated on:
- Cost Per Lead / CPL
- Cost Per Qualified Lead
- Cost Per Acquisition / CPA
- Lead Quality
- Conversion Rate
- ROAS / Revenue Generated
- Campaign Scalability
- Budget Utilisation
- Reporting Accuracy
- Testing and Optimisation Velocity ## Qualifications - 2–5 years of relevant performance marketing experience.
- Demonstrable experience managing Meta and Google advertising campaigns.
- Google Ads certifications are preferred but not mandatory.
- Meta Blueprint certification is an advantage.
- Previous campaign results, case studies or portfolio will be highly preferred. ## Ideal Candidate You will be a strong fit if you are someone who:
- Loves analysing campaign data.
- Tests continuously instead of relying on assumptions.
- Understands the difference between cheap leads and profitable leads.
- Takes ownership of campaign outcomes.
- Keeps up with changes in Meta and Google advertising platforms.
- Can independently diagnose problems and suggest solutions.
- Thinks about the client's revenue and business growth, not just advertising metrics. Apply on [email protected] or (phone hidden)

📌 Performance Management Specialist (Chandigarh)
🏢 Canam Consultants
📍 Chandigarh